Apple tops in consumer ‘delight’ index, but Microsoft closes in

By Benny Evangelista

Updated
6:14 pm PDT, Monday, October 26, 2015

Argus Insights created scorecards of top tech products based on "delight" (determined in consumer ratings), volume of consumer reviews and demand for products during the month of September. Apple was ranked top brand.
It's too soon to see how the iPhone 6S and 6S Plus will do, with the two phones getting just a little buzz after their launch in September. The iPhone 6 (pictured, at left) led for Apple in September and is likely to see consistent demand, according to Argus Insights. The 6 Plus (at right) and older 5S are expected to see demand fall. less

Argus Insights created scorecards of top tech products based on "delight" (determined in consumer ratings), volume of consumer reviews and demand for products during the month of September. Apple was ranked top ... more

Photo: Marcio Jose Sanchez, AP Photo

Photo: Marcio Jose Sanchez, AP Photo

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Argus Insights created scorecards of top tech products based on "delight" (determined in consumer ratings), volume of consumer reviews and demand for products during the month of September. Apple was ranked top brand.
It's too soon to see how the iPhone 6S and 6S Plus will do, with the two phones getting just a little buzz after their launch in September. The iPhone 6 (pictured, at left) led for Apple in September and is likely to see consistent demand, according to Argus Insights. The 6 Plus (at right) and older 5S are expected to see demand fall. less

Argus Insights created scorecards of top tech products based on "delight" (determined in consumer ratings), volume of consumer reviews and demand for products during the month of September. Apple was ranked top ... more

Photo: Marcio Jose Sanchez, AP Photo

Apple tops in consumer ‘delight’ index, but Microsoft closes in

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Apple is the top electronics brand that “delights” consumers, but Microsoft is a strong No. 2 on the strength of its new tablets, phones and fitness bands, according to a report Monday from research firm Argus Insights.

“Apple has created a walled garden with its all-star mix of hardware and software,” Argus CEO John Feland said in a news release. “But over the past year we have watched Microsoft’s success in devices poking holes in Apple's walls with their tablet and wearables offerings.”

The report said Microsoft in particular was “ripe to disrupt Apple’s hold across markets.”

“Unlike Google and Amazon, which offer inexpensive hardware offerings meant to entice more consumers to visit their gardens more often, Microsoft has focused on crafting new experiences built on solid hardware that is delighting consumers,” Feland said. “Samsung, without a strong content play, is just leasing space in the gardens of other brands.”

Amazon and Samsung were battling for third place in the delight rankings, while Google ranked last, the report said.

Apple’s top ranking comes even as demand for the iPhone 6S models after last month’s launch was lower than for the iPhone 6 launched a year earlier. Still, “Samsung is failing to delight users across multiple fronts and has seen a significant drop as a result of the new iPhones,” the report said.

Meanwhile, Argus found that consumers called Google’s Nexus phones only “good enough,” which was “a bar being raised by Microsoft and Apple.”

One chart in the report showed Apple attracted the “happiest consumers,” especially for iPads and the Apple Watch, while Google products were “causing disappointment,” lessening the chance that consumers would help promote the products with positive reviews.

Those include the Nest Learning Thermostat and the Chromecast, although Google has recently released next-generation models of both and is rolling out new models of the Nexus phones.

Amazon has “made a name for itself” with its Fire tablets and the Fire HD 6 and 7 are “well liked by consumers,” the report said. “But delight for the category is driven down by disappointment in the Kids’ Edition Amazon Fire tablets,” while the Fire Phone had a “rough launch,” and the Fire TV Stick was “riddled with flaws,” the report said.

The Amazon Echo, a smart home device used for information and music, is adding to the company’s “brand balance of social capital,” Argus said.